It is a fact that you will have recipients on your email list that have signed up and have never engaged with your email or have stopping opening and clicking your messages.
However not many email marketers do anything about it and still send these recipients the same email message as all subscribers.
There is a reason they have become unengaged and it is important not to send them the same content repeatedly. Yes, they could still be seeing’ your email and getting the main message, but not downloading images or clicking a link (and therefore no image is tracked).
Why could someone stop reading your emails?
- You’re emailing them too much
- You’re not emailing them enough so they forgot who you are
- You’re going into their SPAM folders
- They just subscribed for a one-time offer
- Your emails don’t provide any value to them
- Email expectations were not set correctly and your emails weren’t what they thought they would get when signing up
Below are some great re-engagement email examples that you can use for inspiration. But before taking a look at the examples, here are three factors to consider when implementing a re-engagement program.
Getting a response
This is the no. 1 goal of the campaign – get them opening and clicking again. The best way to achieve this is to include a call-to-action in the email content. The call to action should be clear and concise. There are two types of call-to-action you could use:
1. General link to solicit a click. Such as “Come back and rediscover us today”
2. A call-to-action that is more demanding and requires a response. For example: “Let us know you still want to receive email from us”. If recipients don’t click the link they are then not sent email again.
The subject line is very important here (as it is with all email marketing) and again should be strong enough to drive your unengaged recipient to open the email. Examples of subject lines used are the following:
“We missed you”
“It’s been a while”
“Was it something we said?”
Don’t be afraid to be strong in the subject line. Remember, people are not opening your email for a reason so you have nothing to lose.
The first objective to a re-engagement campaign is to get the subscriber opening and clicking again; however another important point of the email is to encourage them to update their email preferences. Why? They weren’t opening for a reason so give them a chance to tell you what email they want to receive from you.
The can be done with a link to the preferences page (you have a preferences page right?) as part of the call to action.
Timing and what to do next
I recommend beginning a re-engagement campaign 2-3 months after a recipient has gone unengaged. Other marketers suggest 6 months (and I have in the past); however I don’t think that is now early enough.
The longer someone is unengaged the hard it is to re-engage them. If a recipient has not opened an email for 12 months or longer, and does not respond to a re engagement campaign, then I would recommend not emailing them again.
Here are some great examples for your inspiration:
Do you have any other great re-engagement email examples?